{"id":20881,"date":"2022-05-03T21:54:02","date_gmt":"2022-05-03T18:54:02","guid":{"rendered":"https:\/\/kutaybilen.com.tr\/?p=20881"},"modified":"2022-05-03T21:54:02","modified_gmt":"2022-05-03T18:54:02","slug":"appsflyer-en-yeni-raporu-att-one-year-onu-yayinladi","status":"publish","type":"post","link":"https:\/\/kutaybilen.com.tr\/?p=20881","title":{"rendered":"AppsFlyer En Yeni Raporu ATT \u2013 One Year On’u Yay\u0131nlad\u0131"},"content":{"rendered":"

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AppsFlyer en yeni raporu ATT \u2013 One Year On<\/strong>‘u yay\u0131nlad\u0131. Bu rapor, uygulamaya konulmas\u0131ndan bir y\u0131l sonra Apple’\u0131n App Tracking Transparency (Uygulama \u0130zleme \u015eeffafl\u0131\u011f\u0131 – ATT)<\/strong> \u00e7er\u00e7evesinin ta\u015f\u0131nabilir pazarlama \u00f6l\u00e7\u00fcm\u00fc, b\u00fct\u00e7esi ve t\u00fcketici harcamas\u0131 geliri \u00fczerinde yaratt\u0131\u011f\u0131 tesire ait detayl\u0131 bir incelemeyi i\u00e7eriyor. <\/p>\n

ATT’nin uygulamaya konulmas\u0131ndan ve yayg\u0131n bir bi\u00e7imde benimsenmesinden bu yana ge\u00e7en bir y\u0131lda, uygulamalar\u0131n %80’i ATT istemini uygulad\u0131 (istemi kullan\u0131c\u0131lar\u0131na g\u00f6sterdi). Ayr\u0131yeten istemin g\u00f6sterildi\u011fi T\u00fcrk t\u00fcketicilerinin i\u015ftirak oran\u0131, oyun d\u0131\u015f\u0131 uygulamalarda %40’a, oyun uygulamalar\u0131nda ise %41’e ula\u015ft\u0131. Bu, %46 olan k\u00fcresel oran\u0131n biraz alt\u0131nda. \u0130stemin kullan\u0131c\u0131 tecr\u00fcbesi i\u00e7in te\u015fkil etti\u011fi risk ba\u015flang\u0131\u00e7ta ta\u015f\u0131nabilir pazarlamac\u0131lar\u0131 endi\u015felendirse de ge\u00e7en bir y\u0131lda istemi g\u00f6stermenin do\u011furdu\u011fu yararlar\u0131n, kullan\u0131c\u0131 tecr\u00fcbesi tela\u015f\u0131 nedeniyle istemi g\u00f6stermemenin yararlar\u0131ndan \u00e7ok daha a\u011f\u0131r bast\u0131\u011f\u0131 son derece a\u00e7\u0131k.<\/p>\n

ATT sayesinde uygulamaya konulan yeni data kapal\u0131l\u0131\u011f\u0131 standartlar\u0131n\u0131n sonucu olarak, izlenilen yol, art\u0131k dataya dayal\u0131 i\u015f birli\u011fi ve kapal\u0131l\u0131\u011fa uygun i\u00e7g\u00f6r\u00fclerle i\u015fletmelerin b\u00fcy\u00fcmesine yard\u0131mc\u0131 olmaktan ge\u00e7iyor.<\/p>\n

AppsFlyer, ATT \u2013 One Year On raporunda kapal\u0131l\u0131\u011f\u0131n ta\u015f\u0131nabilir pazarlama \u00fczerindeki tesirlerini g\u00f6steren global trendleri s\u0131ralad\u0131. Bu trendler, \u015funlar\u0131 i\u00e7eriyor:<\/p>\n

\u25cf Organik Olmayan Y\u00fcklemeler iOS’ta bir evvelki y\u0131l\u0131n t\u0131pk\u0131 devrine k\u0131yasla %7 oran\u0131nda artarken, Android’de ise t\u0131pk\u0131 devirde 4 kat daha s\u00fcratli bir art\u0131\u015fa ula\u015f\u0131ld\u0131. SKAdNetwork’\u00fcn benimsenmesi, \u00f6l\u00e7\u00fcmlemedeki inovasyon ve pazarlamac\u0131lar\u0131n iOS kampanyalar\u0131n\u0131 \u00f6l\u00e7\u00fcmleme yeteneklerine daha fazla inan\u00e7 duymas\u0131 sayesinde iOS’ta organik olmayan y\u00fcklemeleri \u00f6l\u00e7\u00fcmleme yetene\u011fi ge\u00e7ti\u011fimiz alt\u0131 ayda b\u00fcy\u00fck \u00f6l\u00e7\u00fcde g\u00fczelle\u015fti. iOS’taki Organik Olmayan Y\u00fcklemeler ba\u015flang\u0131\u00e7taki d\u00fc\u015f\u00fc\u015fe kar\u015f\u0131n toparlanarak, bir evvelki y\u0131l\u0131n t\u0131pk\u0131 periyoduna k\u0131yasla (2022’nin 1. \u00e7eyre\u011fi ve 2021’in birinci \u00e7eyre\u011fi) %7 oran\u0131nda artt\u0131 lakin, as\u0131l galip birebir devirde %28 oran\u0131nda art\u0131\u015f g\u00f6steren Android’deki y\u00fcklemeler oldu.<\/p>\n

\u25cf 2021’in 3. \u00e7eyre\u011findeki birinci d\u00fc\u015f\u00fc\u015f\u00fcn akabinde, iOS b\u00fct\u00e7eleri medya maliyetindeki y\u00fckseli\u015f nedeniyle ge\u00e7ti\u011fimiz alt\u0131 ayda %65 artt\u0131. Bununla birlikte, b\u00fct\u00e7e ge\u00e7en y\u0131l\u0131n birebir devrine k\u0131yasla %9 daha d\u00fc\u015f\u00fck kald\u0131.<\/p>\n

\u25cf iOS’ta Y\u00fckleme Ba\u015f\u0131na Maliyette, 2021’in 1. ve 3. \u00e7eyre\u011fi ortas\u0131ndaki %58’lik bir y\u00fckseli\u015fin akabinde, 2021’in 4. \u00e7eyre\u011finden 2022’nin 1. \u00e7eyre\u011fine kadar sadece %3 oran\u0131nda bir d\u00fc\u015f\u00fc\u015f ger\u00e7ekle\u015fti. 2021’deki birinci y\u00fckseli\u015f, iOS’ta medya fiyatlar\u0131ndaki b\u00fcy\u00fck art\u0131\u015f\u0131n sonucu idi ve daha d\u00fc\u015f\u00fck d\u00fczeyde \u00f6l\u00e7\u00fclen organik olmayan y\u00fcklemelere kar\u015f\u0131n, b\u00fct\u00e7eleri \u00fcst \u00e7ekti. Y\u00fckleme ba\u015f\u0131na maliyet 2021’in 3. ve 4. \u00e7eyre\u011finde s\u0131ras\u0131yla %15 ve %20 oran\u0131nda artarken, 2022’nin 1. \u00e7eyre\u011finde y\u00fckleme ba\u015f\u0131na maliyet istikrar kazand\u0131. Bu durum, medya kaynaklar\u0131n\u0131n d\u00f6n\u00fc\u015f\u00fcm modelleme yeteneklerini, SKAdNetwork’ten sonlu y\u00fckleme sonras\u0131 bilgiyle etkiyi daha g\u00fczel \u00f6ng\u00f6rebilecek bi\u00e7imde geli\u015ftirdi\u011fini g\u00f6steriyor.<\/p>\n

\u25cf ATT’nin birinci ba\u015flatmada ve iki saat sonras\u0131ndaki g\u00f6sterimleri ortas\u0131nda IDFA (Reklamverenler \u0130\u00e7in Tan\u0131mlay\u0131c\u0131) oran\u0131nda ortalama %30 d\u00fc\u015f\u00fc\u015f g\u00f6zlemlendi. ATT isteminin ne vakit g\u00f6sterilece\u011fini uygulamalar denetim ediyor ve bunun kabul oranlar\u0131 \u00fczerinde de\u011ferli bir tesiri olabilir. AppsFlyer datalar\u0131 a\u00e7\u0131k\u00e7a g\u00f6steriyor ki kullan\u0131c\u0131lar\u0131n uygulamay\u0131 birinci ba\u015flatt\u0131\u011f\u0131nda g\u00f6sterilen bildirime onay verme m\u00fcmk\u00fcnl\u00fc\u011f\u00fc, birinci ba\u015flatma sonras\u0131nda g\u00f6sterilen ba\u015fka uygulama i\u00e7i bildirimlere nazaran \u00e7ok daha y\u00fcksek.<\/p>\n

\u25cf Geli\u015fmi\u015f piyasalarda kullan\u0131c\u0131lar bilgi sakl\u0131l\u0131\u011f\u0131 konusunda daha hassas oldu\u011fu i\u00e7in, geli\u015fmekte olan \u00fclkelerdeki onay d\u00fczeyi %30 daha y\u00fcksek. Bilgi kapal\u0131l\u0131\u011f\u0131na ve g\u00fcvenli\u011fine ait hassasl\u0131k ve fark\u0131ndal\u0131k, geli\u015fmi\u015f piyasalarda de\u011ferli \u00f6l\u00e7\u00fcde daha y\u00fcksek ancak, Fransa bunun bir istisnas\u0131n\u0131 te\u015fkil ediyor. Fransa’da hem oyun uygulamalar\u0131 hem de oyun d\u0131\u015f\u0131 uygulamalardaki onay oran\u0131, \u00f6b\u00fcr Bat\u0131 Avrupa \u00fclkelerindekinden %35 daha y\u00fcksek.<\/p>\n

Metodoloji:<\/b><\/p>\n

AppsFlyer’\u0131n ATT \u2013 One Year On raporunda; iOS’taki 4,9 milyar organik olmayan uygulama y\u00fcklemesi, en az 100 g\u00fcnl\u00fck 7 oturumla ATT’yi uygulayan 4,6 bin iOS uygulamas\u0131 ve her \u00e7eyrek i\u00e7in SKAdNetwork’le ili\u015fkilendirilen en az 5 bin kere y\u00fcklenen 2,6 bin iOS uygulamas\u0131 incelendi.<\/p>\n","protected":false},"excerpt":{"rendered":"

AppsFlyer en yeni raporu ATT \u2013 One Year On’u yay\u0131nlad\u0131. Bu rapor, uygulamaya konulmas\u0131ndan bir y\u0131l sonra Apple’\u0131n App Tracking Transparency …<\/p>\n","protected":false},"author":1,"featured_media":20882,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[853],"tags":[3850,3569,3851,395,1839],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/posts\/20881"}],"collection":[{"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=20881"}],"version-history":[{"count":1,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/posts\/20881\/revisions"}],"predecessor-version":[{"id":20883,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/posts\/20881\/revisions\/20883"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=\/wp\/v2\/media\/20882"}],"wp:attachment":[{"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=20881"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=20881"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kutaybilen.com.tr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=20881"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}